What carbs can teach us about branding (part 1)

[Originally posted at ‘Round the Square]

With the holidays upon us it’s officially open season on carbohydrates. But instead of bemoaning inevitable holiday weight gain, let’s take a moment and see what our sugary friends in the snack isle can teach us about brand relationship strategies.

Most businesses manage a family of offerings, and the perceived relationship between those “sub” brands and the parent or “master” brand matters. From financial firms with multiple fund lineups to non-profit arts organizations in the performing, presenting, education, and retail businesses, a strategy for managing the relationships between parent and product brands—so that credit and equity accrue in the right places—is a must.

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